Today, Internet marketing is evolving into a broader mix of components a company can use as a means of increasing sales - even if your business is done completely online, partly online, or completely offline. The decision to use Internet marketing as part of a company's overall marketing strategy is strictly up to the company of course, but as a rule, Internet marketing is becoming an increasingly important part of nearly every company's marketing mix. For some online businesses, it is the only form of marketing being practiced.

Internet Marketing Objectives

Essentially, Internet marketing is using the Internet to do one or more of the following:

* Communicate a company's message about itself, its products, or its services.
* Conduct research as to the nature (demographics, preferences, and needs) of existing and potential customers.
* Sell goods, services, or advertising space over the Internet.

Internet Marketing Components

Components of Internet marketing (also referred to as online marketing) may include:

* A website, consisting of text, images and possibly audio and video elements used to convey the company's message, to inform existing and potential customers of the features and benefits of the company's products and/or services. The website may or may not include the ability to capture leads on potential customers or directly sell a product or service online. A website can be the offline equivalent of a brochure or a mail order catalog and is a great way to establish your business identity.
* Search Engine Marketing (SEM), which is marketing a website via search engines, either by improving the site's natural (organic) ranking through search engine optimization (SEO), buying pay-per-click (PPC) ads with search engines which are based on selected keywords and then displayed on search engine results pages when those keywords are used in a search, and/or on other websites whose content includes the keywords specified, pay-for-inclusion (PFI) listings in website directories. PFI listings are similar to offline yellow page listings.
* Email marketing, which is a method of distributing information about a product or service or for soliciting feedback from customers about a product or service through Email. Email addresses of customers and prospective customers may be collected or purchased. Various methods are used, such as the regular distribution of newsletters or mass mailing of offers related to the company's product or services. Email marketing is essentially the online equivalent of direct mail marketing.
* Banner advertising, which is the placement of ads on a website for a fee. Offline this would be similar to traditional advertising in newspapers or magazines.
* Online promotion, including press release distribution, which involves placing a newsworthy story about a company, its website, its people, and/or its products/services with on online wire service, or blog (web log) activity, which is the act of posting comments, expressing opinions or making announcements in a discussion forum. Blog marketing can be accomplished in blogs either by hosting your own blog or by posting comments and/or URLs in other blogs related to your product or service.

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